Вестник МГТУ. 2016, №3.

Никитина Т. А. и др. Маркетинговые исследования востребованности продуктов… 644 T. A. Nikitina, O. N. Klyukina, N. M. Ptichkina Market researches on demand for dietary and prophylactic nutrition in the Saratov Region In competitive and constantly changing market conditions special attention has been paid to market researches. The results of these studies become the basis for formation of sales estimates, and projected levels of revenues and profits from sales. Market researches are the essential condition to make offered goods successful at the market. It is market researches that help companies to realize the control of consumers' needs changing. The market researches on demand for dietary and prophylactic nutrition in the Saratov Region have been the research objective. In accordance with the given objective the following goals have been formed: 1) finding out the most spread diseases among the population; 2) determination of the average age of people suffering from one or another disease; 3) studying demand of products with food fiber additives; 4) analysis of respondent's preference regarding the addition of natural vegetable additives to foodstuff; 5) demand for dietary and prophylactic foodstuff among the population. Since the survey has been carried out among people suffering from various diseases, particular attention during the market research has been turned to the medical and prophylactic properties of food fibers to find out the attitude of the respondents to functional foodstuff. The dynamics of noninfectious diseases, the population health status depending on age, and increase of overweight people during 2012–2014 have been shown. As a result of questionnaire data processing it has been ascertained that the population is of low awareness regarding the necessity to consume foodstuff with radioprotective and chelator properties. The researches have demonstrated that dietary and prophylactic foodstuff is in demand and consequently the development of such products is reasonable. Key words: dietary and prophylactic foodstuff, noninfectious diseases, market researches.